System and method for mobile device identification using second entity matching

ABSTRACT

An improved technique for identifying a user&#39;s mobile device is discussed. A persistent and unified identifier that bridges mobile app to mobile web and to other web browser-compatible mediums is utilized. Using a unique verification identifier, the unified identifier is consistently verified, revived and distributed across application and browser mediums.

RELATED APPLICATIONS

This application is a continuation of U.S. application Ser. No.15/236,626, now U.S. Pat. No. 9,913,141 entitled “System and Method forImproved Identification of a Mobile Device”, filed on Aug. 15, 2016,which claims the benefit of, and priority to, U.S. Provisional PatentApplication No. 62/205,193, entitled “Persistent Mobile Device ID”,filed Aug. 14, 2015, and U.S. Provisional Patent Application No.62/274,639, entitled “Persistent Mobile Device ID”, filed Jan. 4, 2016,the contents of all of the above-referenced applications areincorporated herein in their entirety.

BACKGROUND

Conventional methods of monitoring and tracking a user's mobile deviceactivity may rely on the use of 3^(rd) party cookies to identify thedevice's web site visits. In one example, Web sites visited by the userstore small text files called cookies in the web browser of the user'smobile device. These cookies can be used to improve the user's webbrowsing experience. Cookies can also be used to identify a user'smobile device without relying on personally identifiable information(PII). PII is information that can be used on its own or be combinedwith other information to identify a specific individual and its use asan identifier raises privacy concerns.

BRIEF SUMMARY

Embodiments of the present invention provide a technique for identifyingand tracking activity of a user's device without relying on cookietechnology. A unified identifier with improved persistence that bridgesmobile app to mobile web and to other web browser-compatible mediums isutilized to identify an individual device. Using a unique verificationidentifier, such as, but not limited to, a carrier ID, Wi-Fi identifieror other device identifier, the unified identifier is consistentlyverified, revived and distributed across application and browser mediumsincluding browsers that exist inside downloadable applications.Furthermore, the unified identifier may be used to interconnect mobileto non-mobile platforms through a bridged network of consolidatedidentifiers. Additionally, the tracking technique of the presentinvention fully respects the “do-not-track” feature available in newerweb browsers.

In one embodiment a method for improved identification of a mobiledevice includes receiving with a host server a request for a unifiedidentifier (“Unified ID”). The Unified ID is an identifier uniquelyidentifying the mobile device. The method further includes creating atthe host server the Unified ID for a mobile device in response to therequest. The method also identifies at the host server a unique firstverification identifier for the mobile device and stores the Unified IDand the identified first verification identifier in a storage location.The stored Unified ID is associated with the stored first verificationidentifier in the storage location. The method additionally transmitsthe Unified ID from the host server to the mobile device for storage onthe mobile device.

In another embodiment a computing device for improved identification ofa mobile device includes a communication interface configured to receiveover a network requests originating from a mobile device. The computingdevice also includes a processor configured to execute instructions thatinclude a verification module. When executed, the verification modulecauses the computing device to receive a request for a unifiedidentifier. The Unified ID is an identifier uniquely identifying themobile device. Additionally, the verification module when executedcauses the computing device to create the Unified ID for the mobiledevice in response to the request and identify a unique firstverification identifier for the mobile device. Further, the verificationmodule when executed causes the computing device to store the Unified IDand the identified first verification identifier in a storage location.The stored Unified ID is associated with the first verificationidentifier in the storage location. The execution of the verificationmodule also causes the computing device to transmit the Unified ID tothe mobile device for storage on the mobile device.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings, which are incorporated in and constitute apart of this specification, illustrate one or more embodiments of theinvention and, together with the description, help to explain theinvention. In the drawings:

FIG. 1 depicts an exemplary sequence of steps performed by a mobiledevice to request a Unified ID in an embodiment of the presentinvention;

FIG. 2 depicts an exemplary sequence of steps performed by a host serverto create a Unified ID for a mobile device in an embodiment of thepresent invention

FIG. 3 depicts an exemplary sequence of steps performed by a host serverto handle a request for, and verify, a Unified ID for a user's mobiledevice and to associate non-PII data to a Unified ID in an embodiment ofthe present invention;

FIG. 4 depicts an exemplary host computing device suitable for use by anembodiment of the present invention;

FIG. 5 depicts an exemplary mobile device suitable for use by anembodiment of the present invention;

FIG. 6 depicts an exemplary environment suitable for practicing anembodiment of the present invention;

FIG. 7 depicts an exemplary sequence of steps performed by a host serverto associate multiple verification identifiers with the same Unified IDand replace an unavailable verification identifier in an embodiment ofthe present invention;

FIG. 8 depicts an exemplary chained relationship of identifiers storedin a database holding a Unified ID in an embodiment of the presentinvention;

FIG. 9A depicts an exemplary sequence of steps executed to performsecond degree matching in an embodiment of the present invention;

FIG. 9B depicts another exemplary sequence of steps executed to performsecond degree matching in an embodiment of the present invention;

FIG. 10A depicts an exemplary sequence of steps executed to performthird degree matching in an embodiment of the present invention;

FIG. 10B depicts an exemplary sequence of steps executed to performanother type of third degree matching in an embodiment of the presentinvention; and

FIG. 11 depicts logical linking concepts that may be provided by anexemplary embodiment when using 2^(nd) and 3rd degree matching.

DETAILED DESCRIPTION

While cookies can be used to identify a user's mobile device withoutrelying on personally identifiable information, some browsers areconfigured not to accept 3^(rd) party cookies or to delete them at theend of a user's web browsing session. For example, Safari®, which is aweb browser installed on Apple® mobile devices which currentlyconstitute a large portion of the mobile device market, does not accept3^(rd) party cookies by default. Without the ability to definitivelyrely on 3^(rd) party cookies to identify the device, many conventionalmobile device monitoring techniques are forced to rely on probabilisticmethods of determining device identity. For example, device identity maybe guessed based on the number of requests originating from a particularInternet Protocol (IP) address and particular networks. By their verynature, these probabilistic methods of identifying a user's deviceproduce results containing undesirable degrees of uncertainty.

Embodiments of the present invention use one or more unique verificationidentifiers, such as, but not limited to, a carrier ID or device ID,together with an alias ID that acts as a unified identifier withimproved persistence that is applicable across various applications andis utilized to identify a user's mobile or other device. For example,the verification identifier may be retrieved directly by the host serverfrom an HTTP header in a request received by the host server oridentified indirectly by the server using a 3^(rd) party API to furnishthe HTTP header. Non-PII data may be associated with a user (or moreparticularly to a user's mobile device) that is using an alias ID thatleaves the device and its user identifiable without revealing theiractual identity. The alias ID utilized by embodiments of the presentinvention is assigned by a host server and is referred to herein as a“Unified ID”. To prevent duplication of Unified IDs or fraudulent use ofthe Unified ID, an external verification process may be performed by thehost server to both unify device data under one singular identifier andrestore previously used Unified IDs that were removed from the user'sdevice.

In an embodiment, the Unified ID is stored by a host server in a storagelocation such as, but not limited to, a database table, as well as beingavailable on a user's device. For example the Unified ID may be storedin a web browser cache on the user's device in the form of an Entity Tag(ETag). It should be appreciated that the term “web browser” as usedherein may refer to a stand-alone web browser such as Apple's Safari®web browser, may refer to a browser that exists inside a downloadableapplication (“in-app browser”), or may refer to another type of softwareprocess offering browser-like functionality. ETags are discussed furtherbelow. In some embodiments, a verification identifier may be identifiedthrough an external source that includes an external authenticationmechanism or through publicly available Hyper-Text Transfer Protocol(HTTP) response headers. Embodiments may provide two levels ofauthentication: a synchronization of the host and client Unified ID andthe acquisition of the verification identifier.

FIG. 1 depicts an exemplary sequence of steps performed by a mobiledevice to request a Unified ID in an embodiment of the presentinvention. The sequence begins when a web browser on the user's mobiledevice loads a web page from a 3^(rd) party website. The web pageincludes a code snippet that when executed directs the browser torequest a Unified ID from a host server (step 102). In one embodiment, aJavaScript code snippet that is inserted in the loaded web page isexecuted. For example, the code snippet may be placed within anadvertising code snippet. When the web browser executes the code snippet(step 104), a series of functions, both client-side and by the requestedhost, are triggered that attempt to match both a Unified ID and averification identifier. In one embodiment, the attempt to match theUnified ID and verification identifier may only occur after an initialdetermination that the browser's do not track setting is disabled (step105). If the “do not track” setting is enabled, the code snippet willexit all operation and no verification requests will be made. If the “donot track” setting is disabled (step 105), the execution of the codesnippet sequence continues and the browser sends a request to the hostserver for a Unified ID (step 106). In one embodiment, the request forthe Unified ID is an Asynchronous JavaScript and XML AJAX) request. Inanother embodiment the request is a JavaScript Object Notation (JSON)request. The host server handles the request in the manner discussedbelow with respect to FIG. 2 and returns a Unified ID in the response tothe request (step 108). For example, the Unified ID may be returned inthe form of an ETag in the response to the request. The ETag is an HTTPresponse header used as a method of storing the Unified ID that remainspersistent, until cleared, in the mobile device's web browser cache. Inone embodiment, the Unified ID may be formed from a hash of a randomnumber assigned by the host server. In another embodiment, the UnifiedID may be some other number assigned by the host server. The Unified IDbeing returned may be newly created in response to the request for aUnified ID or may be a pre-existing Unified ID previously associatedwith the mobile device that is retrieved by the host server. Thereturned Unified ID may be stored in the browser cache (step 110) andprovides an identifier with improved persistence for the mobile device.As noted above, a copy of the Unified ID is stored by the host server aswell as being stored on the mobile device. Future requests from themobile device to the host server may contain a copy of the Unified ID.It should be appreciated that although some of the discussion hereinfocuses on the use of an ETag being returned in the request to theresponse, other forms of storing persistent identifiers could be usedinstead of an ETag without departing from the scope of the presentinvention and that references to the use of ETags herein should beconsidered to also illustrate the use of other persistent identifiers.Following receipt of the Unified ID, an additional request may be sentby the mobile device to the host server that contains the Unified ID andpayload data to be attributed to the Unified ID (step 112). In oneembodiment, the payload data may include non-PII content, such asadvertising segment data or other campaign-specific data, as well as anindicator of whether or not a verification identifier was previouslymatched.

An exemplary sequence of steps performed by a host server to create aUnified ID for a mobile device in an embodiment of the present inventionis depicted in FIG. 2. The sequence begins with the host server creatinga Unified ID for a requesting mobile device in response to a requestreceived from a mobile device (step 202). As discussed above, thisrequest may be automatically triggered by a client browser executingcode in a web page. A verification module on the host server attempts toidentify a unique first verification identifier for the mobile device(step 204). This first verification identifier may be contained in theHTTP header of the request or may be otherwise obtained by theverification module. Additional types of verification identifiers arediscussed further below. The verification module stores the createdUnified ID and the first verification identifier, if one was identifiedat the time of the creation of the Unified ID, in a database or otherstorage location accessible to the host server. An association betweenthe Unified ID and the unique first verification identifier of themobile device is also stored in the database (step 206). If the firstverification identifier is not initially identified, it may beidentified later during a subsequent communication with the host serverand associated with the Unified ID in the database or other location atthat time. As explained further below, additional unique verificationidentifiers for the mobile device may also be associated with theUnified ID in storage, either at the same time or subsequently ifidentified later. The created Unified ID is then forwarded to the mobiledevice from the host server in the form of an ETag or other form forstorage in the web browser cache or other location on the mobile device(step 208).

In one embodiment, the handling of the received request for a Unified IDby the host server varies depending on whether or not the requestingmobile device has already been assigned a Unified ID. To assist averification module in making the determination, the request for aUnified ID may use an “if-none-match” HTTP header in the request whichmay or may not include a Unified ID as part of the request header. Theremay be a number of reasons why a Unified ID is not included in theheader of the request. For instance, the request may be the first fromthe mobile device to the host server so that the mobile device has notyet been assigned a Unified ID. The mobile device may also have flushedits browser cache so that the local copy of the Unified ID is notavailable. If the host server receives a request without a Unified ID,the verification module may seek to determine whether the Unified ID ismissing or has not yet been assigned to the mobile device. Averification identifier for the requesting mobile device is identifiedand used in processing the request for the Unified ID. As noted above,the verification identifier may be a carrier ID and may be retrieveddirectly by the host server from an HTTP header in a request received bythe host server (if the mobile device is communicating via a cellularnetwork). The carrier ID may also come in the form of a normalized IDfrom a third party aggregator. For example, in one embodiment, the thirdparty aggregator may take separate carrier IDs (such as those providedby T-Mobile™, Sprint™, Verizon™ and AT&T™) and provide an alpha-numericrepresentation of the ID. Alternatively, the verification identifier maybe retrieved indirectly by the server by making an additional request toa Mobile Network Operator (MNO) via a 3^(rd) party API to provide acarrier ID. In the case of an MNO, rather than the carrier furnishingthe traffic between the mobile device and the host server, a request maybe made to a third party to host the verification process to act as anintermediary. The third party verifier intercepts the traffic from themobile device to the host server, appends the carrier ID, then forwardsthe original traffic (containing the Unified ID if available) to theserver. It should be noted that this attempt to retrieve a verificationidentifier from the MNO will only be successful if the user's phone iscommunicating over a cellular network and not communicating via Wi-Fi.If a verification identifier cannot be retrieved, the verificationmodule uses a current or newly created Unified ID which can be stored.Once the verification identifier for the mobile device has beenidentified, the host server checks a database or other storage locationto which it has access to see if that verification identifier is storedand associated with a Unified ID for the requesting mobile device. Ifthe verification identifier has not been previously saved, theverification module determines that the requesting device has notpreviously been assigned a Unified ID. In such a case, a Unified ID iscreated for the mobile device and transmitted to the mobile device inthe form of an ETag or other persistent device identifier. A copy of thecreated Unified ID is saved by the host server and linked with theverification identifier which is also saved. Alternatively, if the checkof the database finds the verification identifier and an associatedUnified ID, the Unified ID may be retrieved from storage and returned tothe mobile device in the form of an ETag or other persistent deviceidentifier to be stored in the mobile device's browser cache or otherlocation on the mobile device. As a third possibility, the original“if-none-match” request to the host server may include a Unified IDprovided by the mobile device. In such a case, the legitimacy of theUnified ID accompanying the request is verified using the verificationidentifier to retrieve the Unified ID linked to the verificationidentifier by the host server which is then compared to the retrievedUnified ID that accompanied the request. It should be appreciated, thatalternate request mechanisms, not relying specifically on“if-none-match” requests, are also within the scope of the presentinvention.

An exemplary processing sequence performed by the host server inresponse to the receipt of a request for a Unified ID in an embodimentis depicted in FIG. 3. The sequence begins with the host serverreceiving a request for a Unified ID from the mobile device browserexecuting the code snippet embedded in the loaded 3rd party web page asdiscussed above (step 302). As also discussed above, the request may bein the form of an HTTP request including an “if-none-match” header. Averification module executing on the host server processes the requestand first seeks to determine whether there is a Unified ID alreadyassigned to the requesting mobile device. To make this determination,the request is examined to determine whether it contains a Unified ID(step 303). If the request does not contain a Unified ID, a verificationidentifier, such as a carrier ID or device ID, is determined for therequesting device as described above (step 304). Once the verificationidentifier for the requesting device is determined, the verificationmodule checks a database or other storage location for the verificationidentifier's presence (step 305). If a saved copy of the verificationidentifier does not exist (step 305), the verification module determinesthat the requesting mobile device has not previously been assigned aUnified ID and a new Unified ID is created for the requesting device(step 308). For example, a random number for the requesting device maybe assigned by the server and the Unified ID may be formed by hashingthe random number. The verification identifier and its association tothe created Unified ID are stored in the database or other location bythe host server (step 310). The created Unified ID in the form of anETag or other persistent device identifier is then returned to therequesting device (step 314).

If a matching verification identifier for the requesting device ispresent in the database or other location (step 305), and the requestdoes not include a Unified ID, the previously stored Unified IDassociated with the verification identifier for the mobile device isidentified and retrieved from storage (step 312). For example, thissituation may occur in the event the mobile device manually deletes itsUnified ID but then makes a subsequent request to the host server. Thecarrier ID, device ID or other verification identifier that has beensaved and associated with a Unified ID can be used to verify theidentity of the requesting mobile device and restore the Unified ID. Theverification module executing on the host server may check for an“opt-out” flag in the database (step 313) to see if the mobile devicehas previously affirmatively opted out of its activity being monitored.If this flag is present, the system may return an HTTP/1.1 200 OKresponse with an “opt-out” error and no further action is taken. If theopt-out flag is not set, the Unified ID is returned to the requestingmobile device (step 314).

If the request received by the host server includes a Unified ID in theheader or otherwise accompanying the request (step 303), the legitimacyof the Unified ID may be verified to determine whether it is associatedwith the requesting mobile device (i.e. to make sure the Unified ID hasnot been fraudulently transferred to a different device). To verify theUnified ID, a verification identifier for the mobile device isdetermined (step 306) and a database query is executed to see if thestored verification identifier for the requesting device is associatedwith the same Unified ID (step 309). If the Unified ID is not verified,depending on implementation, the verification module may return theunverified Unified ID to the requesting device (step 314) treat therequesting device as if it had never been assigned a Unified ID andinstead create a Unified ID for return to the mobile device (step 308),or end by returning an error message. If the Unified ID is verified, thehost system may check for an “opt-out” flag in the database (step 313)to see if the mobile device has previously affirmatively opted out ofits activity being monitored. If this flag is present, the system mayreturn an HTTP/1.1 200 OK response with an “opt-out” error and nofurther action is taken. If the opt-out flag is not set, the Unified IDis returned to the requesting mobile device (step 314).

Once returned to the mobile device (step 314) the Unified ID remainspersisted in the client's web browser cache (or other storage locationon the client) unless cleared. In one embodiment, additional parametersaccompanying the Unified ID may also be returned to the requestingdevice. For instance, a flag indicating that a future verificationrequest should not be made in order to reduce the number of networkrequests may be returned with the Unified ID. After sending confirmationof a Unified ID (or providing a Unified ID) to the client/mobile device,a second request containing payload data may be received by thedesignated host from the mobile device (step 316). This payload mayinclude non-PII content, such as advertising segment data or othercampaign-specific data from the mobile device browser, as well as anindicator of whether or not a verification identifier was matched. Thenon-PII content and indicator may then be associated with the Unified IDstored on the host server. If a verification identifier was matched andstored in the database with the Unified ID, the process may set a cookieto forego requesting another verification identifier to match with theUnified ID on subsequent requests. If the process was unable to matchthe verification identifier, the cookie may not be set and futurerequests to the host for the Unified ID may attempt to match averification identifier.

In one embodiment, when the host server receives the data payload (step316), an additional check may be made to ensure that the client has notopted out of the system. If the client has opted out, no data is storedand the process exits. Otherwise, the data is attributed to the UnifiedID and stored in the database. If successful, a 200 OK status may bereturned to the client.

FIG. 4 depicts an exemplary host computing device suitable for use by anembodiment of the present invention. A host computing device 400, suchas a host server, includes one or more processors 402 such as CPUs andmemory 404. Memory 404 may include Read Only Memory (ROM) and RandomAccess Memory (RAM). Host computing device 400 also includescommunication interface 430 suitable for communicating over a networkwith a requesting device. Host computing device 400 may also include, orhave access to, database 410. Database 410 holds information related tomobile or other devices. More particularly, database 410 includesverification identifiers 412 a and 414 a respectively associated withUnified IDs 412 b and 414 b. In another embodiment, instead of returningthe actual Unified ID to the mobile device, the host server may return arepresentation of the Unified ID such as a hash or other altered valueand associate the returned altered value with the actual Unified ID indatabase 410. Database 410 may also include opt-out flag 414 cindicating that the mobile or other requesting device with which theverification identifier 414 a and Unified ID 414 b are associated hasopted out of having its activities monitored by host computing device400. Database 410 may also hold data 412 d that is associated with therequesting device associated with verification identifier 412 a andUnified ID 412 b. The data may be payload data received from therequesting device or additional data associated with the requestingdevice. In contrast, because the requesting device associated withverification identifier 414 a and Unified ID 414 b has a set opt outflag 414 c, data is not stored in database 410 for that requestingdevice. Host computing device 400 also includes and executesverification module 420 for processing requests for Unified IDs receivedfrom mobile and other devices as described herein. Host computing device400 may be a server, desktop computing device, tablet computing device,laptop or some type of other electronic device equipped with a processorthat is able to execute verification module 420 as described herein.Verification module 420 may include various circuits, circuitry and oneor more software components, programs, applications, or other units ofcode base or instructions configured to be executed by one or moreprocessors such as processor 402 included in host computing device 400.Although verification module 420 is shown as a single distinct module inFIG. 4, it should be understood that the verification module may beimplemented as multiple modules in place of the single moduleillustrated.

FIG. 5 depicts an exemplary mobile device suitable for use by anembodiment of the present invention. Mobile computing device 500 mayinclude one or more processors 502 and memory 504. Memory 504 mayinclude Read Only Memory (ROM) and Random Access Memory (RAM). Mobilecomputing device 500 also includes communication interface 530 suitablefor communicating over a network such as a voice or data network. Mobilecomputing device 500 may include web browser 510. Web browser 510 maystore Unified ID 412 b and a “do not track” setting 514 that is notenabled so that the identity and activities of mobile computing device500 may be tracked by host computing device 400. Mobile computing device500 may also include display 520. Display 520 may be integrated intomobile computing device 500 or in communication with mobile computingdevice. Mobile computing device 500 may be a cell phone, smartphone,laptop, tablet or other mobile electronic device equipped with aprocessor and able to communicate with host computing device 400.

FIG. 6 depicts an exemplary environment suitable for practicing anembodiment of the present invention. A requesting device such as mobiledevice 610 may download web page 632 from 3^(rd) party website 630 overnetwork 600. A browser on mobile device 610 may execute code snippet 634after loading web page 632. The execution of code snippet 634 triggers arequest to host server 620 for a Unified ID. After receiving the UnifiedID (or having an existing Unified ID validated), payload dataaccompanied by the Unified ID may be sent from mobile device 610 to hostserver 620 for storage in a database with the stored data beingassociated with the Unified ID. Network 600 may be any type of networkincluding, without limitation, the Internet, a cellular network, a localarea network (LAN) and an intranet. As mentioned previously, in anotherembodiment, a non-mobile computing device (not shown) may take the placeof mobile device 610 and request a Unified ID.

As noted above, current conventional methods of tracking mobile deviceactivity are probabilistic rather than deterministic which results in adegree of uncertainty even in the most accurate probabilistic systems.To lessen the amount of uncertainty, embodiments of the presentinvention use a Unified ID with improved persistence that providesnear-deterministic results in certain cases. The use of this Unified IDrelies on a verification identifier as described herein. For ease ofexplanation, much of the above description has focused on the use of acarrier ID as a single verification identifier used to validate theUnified ID. However, it should be appreciated that almost every mobileand non-mobile device has multiple non-duplicative deterministicidentifiers such as, but not limited to, a carrier ID, a device ID, aSIM card address, a cookie, an Ethernet card address, an advertisingidentifier such as (IDFA™ or GoogleID®), etc. that may be used asverification identifiers. Each of these identifiers has varying degreesof persistence meaning that they are all unique to that device but theymay disappear unexpectedly or be replaced. Accordingly, embodiments ofthe present invention may use multiple deterministic identifiers asverification identifiers for a single device.

It should be appreciated that the verification module on the host serverretrieves and identifies the different types of verification identifiersusing different techniques depending upon which type of verificationidentifier is being retrieved from the device requesting the Unified ID.Some retrieval techniques will depend upon device characteristics. Forexample, some techniques may work with Android®-based devices but notwith Apple®-based devices and vice-versa because of limitations as towhat information each device makes available. Carrier ID retrieval bythe host server has been discussed above. In one embodiment, to retrievehardware-related verification identifiers such as device IDs, MACaddresses, advertising identifiers, Bluetooth™ addresses, etc., the hostserver may make use of an API in a Software Development Kit (SDK) toretrieve the verification identifier using functions the requestingdevice platform has made available. Other verification identifiers maybe retrieved using other identifier-appropriate techniques. In anembodiment, the carrier ID may be used to bind the retrievedverification identifier to the Unified ID. In another embodiment, theverification identifier can also include anonymized or hashed data suchas a phone number, email address, physical address or other staticnon-digital means of identification. In such a case, the data stored bythe host server is non-PII in nature.

In one embodiment, given the varying degrees of persistence, the hostserver seeks to link all available verification identifiers togetherinto a chain under a master identifier—the Unified ID. The goal ofhaving a Unified ID is to achieve improved persistence and using asingle ID would inevitably provide the possibility of a break in thatpersistence from time to time. In a preferred embodiment, multipleverification identifiers are linked to the Unified ID so that in theevent one verification identifier is unavailable a second verificationidentifier may be used to verify the Unified ID instead. Further, bycreating a chain of different verification identifiers for a particulardevice, the Unified ID will be able to reconnect the new verificationidentifier with that of the old one, thus maintaining the history of thedevice (and its user). The host server seeks to create a daisy chain ofunique verification identifiers. The goal is to find specific deviceidentifiers that are truly unique and link those identifiers to oneanother—hence creating redundancy if one or more of the identifiers iserased, deleted, replaced (with a new unique identifier) or is otherwiseinaccessible. By using transitivity to maintain the persistence andstrength of the data set, any identifiers that are replaced may belinked back to their prior version (and hence no historical usage datawill be lost for that user). In one example the mobile device may purgeone or more of these verification identifiers from time to time. Forinstance, the SIM card address is unique to a device and the user mayneed to replace the SIM card because it breaks. When multipleverification identifiers are linked to the Unified ID, anotherverification identifier can be used to verify the Unified ID and thenthe new SIM card address can be linked to/replace the old SIM cardaddress thus allowing all the history data for the Unified ID to bekept. Similarly, after the operating system updates, the mobile devicemay have purged one of the device verification identifiers, butpotentially another one may still exist. By using a transitiverelationship with a persistent identifier, the data associated with theprior purged verification identifier will be connected to the newlycreated verification identifier (created in the update). In essence, theinformation associated with the Unified ID will remain persistent beforeand after the update (as an example using the persistent carrier ID toconnect the old identifier with the newly formed verificationidentifier). This methodology reinforces the reliability that not onlyis a particular device's Unified ID authenticated and guaranteed butthat there will not be duplicate entries (or lost data) for the samedevice due to lack of persistence in any one particular identifier.

It should be appreciated that although the Unified ID is describedherein as a singular value tracked by the host server, otherimplementations are possible within the scope of the present invention.For example when multiple Unified IDs are found to be assigned to thesame device, such as occurs in the circumstances discussed furtherbelow, rather than consolidating the identifiers by overwritingidentifiers to a single Unified ID, the multiple IDs may be linked inthe database so that the host server is aware that the different UnifiedIDs refer to the same device through the transitive property. Thus aUnified ID may be a single ID or may be a linked series of Unified IDs.

FIG. 7 depicts an exemplary sequence of steps performed by a host serverto associate multiple verification identifiers for a device with thesame Unified ID and replace an unavailable verification identifier. Thesequence begins with a verification module on the host serveridentifying multiple types of verification identifiers for a device andassociating them with a stored Unified ID (step 702). The device may bea mobile device or non-mobile device. The identifying of the differenttypes of verification identifiers may take place all at once or overtime. The identification of the verification identifiers may result fromanalysis of requests received by the host servers from the requestingdevice or by queries from the host server to the device or third partiesregarding the device. As noted previously, the verification identifiersmay be different types of verification identifiers such as, but notlimited to, a carrier ID, device ID, SIM card address, cookie, Ethernetcard address, or advertising identifiers. The sequence continues withthe host server receiving a subsequent request from the device that isnot accompanied by a Unified ID (step 704). A first verificationidentifier (previously associated with the stored Unified ID) isidentified for the requesting device (step 706) and used to verify theUnified ID for the device (i.e. by matching the verification ID to thestored Unified ID) (step 708). The host server may then determine that asecond verification identifier previously associated with the Unified IDis unavailable (step 710) but that a new verification identifier of thesame type is available (step 712). For example, a SIM card may bereplaced in a requesting mobile device leading to this situation. Thenew verification identifier is associated with the stored Unified ID bythe host server in place of the unavailable verification identifier(step 714).

FIG. 8 depicts an exemplary chained relationship of identifiers storedin the database holding a Unified ID in an embodiment of the presentinvention. Database 800 stores a Unified ID 810 previously assigned to amobile or other requesting device. In this example, Unified ID 810 isassociated with four different unique verification identifiers for themobile device. More particularly, Unified ID 810 is associated withCarrier ID 811, SIM Card Address 812, Ethernet Card Address 813 andadvertising identifier 814. With multiple verification identifiers 811,812, 813 and 814 associated with Unified ID 810, identification of themobile device can continue even when losing one or more of theverification identifiers. Further, data stored using one verificationidentifier can be linked through the Unified ID to data stored using adifferent verification ID. In one embodiment (not shown), theverification identifiers may also be linked with each other in database800 in addition to being linked to Unified ID 810. It will beappreciated that database 800 will ordinarily hold hundreds or thousandsof Unified IDs and their associated verification identifiers and thatonly a single Unified ID is illustrated herein for ease of description.Embodiments thus provide an improved mechanism for identifying a user'sdevice that is not reliant on client-side storage and is lesssusceptible to single points of failure should a particular verificationidentifier become unavailable.

Although the linking of verification identifiers to a Unified ID hasbeen discussed herein in the context of linking one or more verificationidentifiers to an existing or contemporaneously created Unified ID, itshould be appreciated that other actions may be taken by the host serverand/or verification module to save data prior to the creation of theUnified ID and later link that data to a Unified ID that are within thescope of the present invention. For example, in an alternate embodiment,the verification identifier for a mobile or other device may bedetermined that is not requesting a Unified ID and did not previouslyreceive one from the host server. Data associated with the device suchas but not limited to a carrier, a Wi-Fi provider, a devicemanufacturer, a model number, an IP address, a browser history, and alocation, may be stored and associated with the verification identifierin database 800 or in another storage location. Subsequently when arequest for a Unified ID from a device with the same verificationidentifier is received by the host server, the previously saved data forthe verification identifier can be mapped to the newly created UnifiedID. It should be appreciated that data associated with differentverification identifiers for the same device may be saved as a result ofa number of different interactions between the host server and thedevice over time in advance of the creation of the Unified ID and thatall of the saved information may be consolidated to the Unified ID uponthe Unified ID's creation.

Embodiments may extend the linking concept discussed above to accountfor the presence of multiple browsers on a single requesting devicewhere different browsers have a different Unified ID. For example, asingle requesting device may include a stand-alone web browser such asSafari™ while also including multiple in-app or WebKit-based browsersprovided by different apps on a user's device. As a non-limitingexample, a user's device may include apps for Facebook™, Twitter™ andLinkedIn™ in addition to a stand-alone browser. Each of these browsersmay separately interact with the host server resulting in the initialcreation of four separate Unified IDs with a different ETag or otherform of the Unified ID returned to each browser. It should be noted thatthis situation may also occur where, as a result of cost or resourceconstraints, verification identifiers cannot be verified in advance ofthe creation of a Unified ID resulting in the creation of multipleUnified IDs for a single device. In one embodiment, the separate UnifiedIDs and their associated data may be consolidated together aftercreation through a number of techniques. For example, the verificationmodule or other code executing on the host server may continually orperiodically examine the database and identify Unified IDs that shareother verification identifiers to identify Unified IDs associated withthe same device. Alternatively, probabilistic data may enable theverification module to determine that the Unified IDs that are createdfor each of the browsers belong to the same device and should beconsolidated under the same Unified ID. In one example the verificationmodule may examine and compare browser information accessible in each ofthe different browsers and determine that the Unified ID created forthat browser belong to the same device based on similarities. Otherexamples of probabilistic identification include using Wi-Fi networkdata patterns or device fingerprinting to aid in the increasedlikelihood of accurately identifying a device. It should be appreciatedthat preferably, whenever deterministic identifiers such as a carrier IDor device ID are available, the Unified ID associated with thedeterministic identifiers will be used or created instead of relying onthe probabilistic data.

Stored data 820 may be associated with Unified ID 810 in database 800.Stored data 820 includes data received from the mobile or otherrequesting device (following verification of identity as discussedherein) and may indicate historical device activity. In one embodiment,this stored data may enable a specific sequence of data to be presentedto the device from one or more sources over a period of time. Forexample, the first time the device loads a web page triggeringverification by the host server, the device may be presented with afirst set of data. A record of that first set of data being deliveredmay then be stored in stored data 820 as payload data to be associatedwith Unified ID 810. At a subsequent point of time where the deviceprocesses the same or a different web page triggering verification bythe host server, the verification module on the host server may identifythe device, check the stored data, note the previous presentment of thefirst set of data and therefore identify a second set of data to bepresented to the device. It will be appreciated that this sequence cancontinue indefinitely for additional sets of data beyond the twodescribed above. In this manner, an entire sequence of data can bepresented over time and over multiple platforms to the device.

Certain web browsers running on a user's device may present a separatetechnical challenge in that they may operate differently depending onwhether the domain of the host server is trusted by user's device.Typically trust is established with a device based on a user actionaccessing a particular URL indicating that the user intentionally wentto the domain. In one embodiment, when the domain is not trusted, thebrowser may block the request for the Unified ID resulting in theestablishment of a different Unified ID each time the user accesses thedomain. However, once the domain of the host server becomes trusted thebrowser no longer blocks the request for the Unified ID at which pointthe host server can establish the chain of identifiers. Any datapreviously gathered under the separate domain identifiers may then beconsolidated after the fact under the assigned Unified ID usingtechniques described herein.

In another embodiment, certain web browsers running on a user's devicemay not share cache across domains compared to other browsers that willshare a Unified ID across domains as long as the Unified ID is comingfrom the host server. For browsers that are not designed to share cacheacross domains (hereafter “alternate browsers”), embodiments of thepresent invention may provide an alternate process for providing aUnified ID to the requesting browser. In one embodiment, the alternatebrowser executing the JavaScript code to request the Unified ID isdirected to a designated common intermediary for handling regardless ofdomain. In one example, the alternate browser may be identified throughan “if-then request” followed by the designated intermediary requestingthe Unified ID on the alternate browser's behalf. The Unified ID may bereturned as part of a JSON response to be stored in the requestingalternate browser's cache. This alternate approach contrasts, forexample, with other browsers where JavaScript code being executed by thebrowser may directly request the Unified ID for each domain and receivethe same one in Response (in one embodiment received as the same ETagfor each domain),

In one embodiment, a request to a host server for a Unified ID mayinclude an advertising identifier. If the request also includes acarrier ID, an advertising identifier→carrier relation may be created inthe database (or an existing advertising identifier entry in thedatabase may be refreshed with a new header). The Unified ID may then belinked to the advertising identifier when a mobile web requestoriginates from over the carrier network using for example a 3G/4G/LTE(radio) signal as opposed to using Wi-Fi.

In one embodiment, for a carrier network established Unified ID toremain 100% persistent, the following may occur in a pre-determined timewindow (such as 7 days):

1) an advertising identifier is received over the carrier network, and

2) an ETag is placed over the carrier network in response to a requestreceived from a device using the carrier network signal; or

3) an ETag is generated and the browser cache is not cleared until 1 and2 occur.

In one embodiment, only device identifiers that are guaranteed,persistent and unique to a single particular device are used.Philosophically, in the embodiment, an approach may be taken to eitherhave a Unified ID that is verified and reliable or else to not use aUnified ID at all. Therefore, when a Unified ID is found to be inexistence, it is considered verified and trusted. To build a largedatabase of device information, the registration of each Unified IDrequires the host server to see each user's device at least once andregister each identifier in its database, with the total number ofdevices in the identified database being dependent on the host serverhaving delivered the Unified ID code snippet to a single device. In thismanner a large dataset of Unified IDs can be built to be used by 3rdparties, such as trusted partners to the host server, as a way to createdata differentiation beyond editorial content. Ultimately, this enablesthe creation of a data collective with an extensive data set.

In one embodiment, the Unified ID may be used to provide sequentialadvertising. For example, the Unified ID maintained by the host servermay be utilized to create a brand story that unfolds by deliveringdifferent advertisements in a specified sequential order potentiallyacross multiple sites or multiple apps and potentially using multiple adformats. Without the Unified ID described herein, it would be difficultto serve ads to particular devices in a specified order of A, B, C, D asit would be difficult to differentiate between different devices and adrequests from the same device.

Although much of the description contained herein has describedembodiments using a single host server to create or match a Unified IDto a requesting device, it should be appreciated that the use ofmultiple host servers under the control of a single entity may also beemployed within the scope of the present invention and that the multipleservers may be geographically separated. Further, as explained below, insome embodiments, multiple entities in possession of partial informationregarding a requesting device may cooperate to match a Unified ID to arequesting device.

In one embodiment, a second degree matching process is performed by thehost server and a second entity working together. The second degreematching process may be performed in a number of different ways. In oneembodiment, a second entity may identify a user's device and may haveadditional stored information about the user's device. For example, thesecond entity may be a department store chain that, via a store appproviding a loyalty card discount on a user's mobile device, has accessto the user's mobile device ID, an advertising identifier or anotherverification identifier, and may have stored its own set of unique dataabout the mobile device/user. The second entity may share theverification identifiers of which it is aware with the host server. Theverification module or other code executing on the host server may matchthe one or more verification identifiers to a Unified ID and, as aresult of the matching, may provide an advertisement or otherinformation to the second entity or directly to the mobile device, suchas an installment of a multi-part advertisement. If the second entityalso provides the information of which it is aware such as loyalty cardtransactions to the host server, a larger consolidated pool ofinformation may be associated with the Unified ID which may be used toincrease the relevance of information provided to the user's device.

In another example of second degree matching, a host server inpossession of a Unified ID cross-referenced with one or moreverification identifiers may supply the verification identifiers that ithas associated with one or more Unified IDs and/or related storedinformation to a second entity. If the device ID or other verificationidentifier of which the second entity is aware is one of theverification identifiers provided by the host server, the second entitycan combine information it has previously stored, such as informationregarding the user's loyalty card transactions, with informationprovided by the host server to provide further information to the user'sdevice. Alternatively, following a match of verification identifiers bythe second entity, advertisements or other information can be deliveredto the second entity and/or the mobile device by the host server. In acollaborative arrangement, in one embodiment, the host server and secondentity may share some or all of their stored data related to theverification identifiers with each other, and, at least in the case ofthe host server, this larger group of information may be associated witha Unified ID. Alternatively, the matching of verification identifiersmay be performed without the host server and second entity sharing anyother data with each other. However, if information is shared, thesecond degree matching process may lead to a more robust consolidatedset of data that can be used to provide targeted information to theuser's device.

In one embodiment, a beacon system in a retail or other facility may beemployed to perform second degree matching. A module in an app on auser's device may be recognized by the beacon system and provide adevice ID that may be matched by the facility to a known Unified IDusing second degree matching. In beacon matching, a short rangecommunication protocol such as Bluetooth™ or Wi-Fi signals are sent fromspecific points in a store (such as an aisle or checkout) that searchfor applicable compatible devices like a mobile phone. When the beaconopens communication with a device, the beacon gains access to averification identifier such as an advertising identifier. The store canthen associate proprietary data (such as shopping interests, purchases,etc.) to that device. In an offline or real-time exchange, that data canthen be exchanged with the host server to associate the data with theUnified ID.

The second degree matching may also be provided via Bluetooth™ or othershort-range communication protocols to enabled devices in othersettings. For example, in one embodiment, a smart TV, cable box, climatecontrol system, laptop/personal computer and/or other smarttelecommunication device that transmits and receives short-rangecommunication protocol signals may be paired with a mobile device. Themobile device, in certain circumstances, may be used to directlyinteract or manipulate the external device and exchange data. In suchcases, a mobile device identifier such as an advertising identifier maybe used to pair that data with the web-based Unified ID. For example, inthe case of a smart TV, the Unified ID may be paired with usercontextual behavior related to viewing habits and channel-related dataas well as house location and other household data. The context of theassociated data may change according to the type of device with whichthe phone is paired. The Unified ID may be synchronized through a mobileapp and associated with the device's identifier. A transitive bindbetween the device data and the web-based Unified ID may be createdusing the carrier ID, another verification identifier or by any similarmethod of bridging the app-to-web gap. In one example, the transitivebind may be as follows: External short-range communicationprotocol-equipped device→mobile phone short-range communication protocol(in app)→device identifier (e.g. advertising identifier)→carrier ID (orother verification identifier)→Unified ID→(optionally) 2^(nd) party IDs.

In another embodiment, a retail downloadable application may allow auser to purchase a product via that application by logging into a useraccount. The checkout process may use an email address, home address orcredit card all of which may be considered verification identifierswhich can subsequently be used to transitively match the device to theUnified ID by themselves or in combination with an advertisingidentifier or other device identifier. The checkout process may use acredit card which can be considered a verification identifier that ismapped to a Unified ID by the host server and allows additionalinformation to be provided by the second entity or the host server tothe user based on data that has previously been associated with theUnified ID at the host server. Alternatively, the retail app may includean in-app browser with a Unified ID.

FIG. 9A depicts one exemplary sequence of steps executed to performsecond degree matching in an embodiment of the present invention. Thesequence begins with a second entity storing data related to a user'smobile or other computing device (step 902). For example, the secondentity may be a department store (physical or online) recordingtransactions of a user made via an app on the user's smartphone.Further, as a result of the registration process of the app, the secondentity may be in possession of one or more verification identifiers forthe user's mobile device. Previously or subsequently to the secondentity storing data related to the user's device (step 902), a separatehost server may have created a Unified ID for the user's device andassociated the Unified ID with one or more verification identifiers andset of data for the user's device (step 904). The host server may sendthe verification identifiers and optionally the set of data to thesecond entity (step 906) where second degree matching may be performedby the second entity (step 908). The second degree matching matches oneor more verification identifiers of which the second entity is aware tothe one or more verification identifiers of which the host server isaware. Once a verification identifier match has taken place, the set ofdata gathered by the second entity may be consolidated with the set ofdata previously associated with the Unified ID by the host server tocreate a more robust combined set of data. The consolidation of the datamay take place at the second entity, at the host server or at anotherlocation. The larger set of data made up of the combined pools ofinformation may be used to deliver targeted data such as sequentialinformation to the user's device (step 910). The targeted data may bedelivered by the host server (step 910 a), the second entity (step 910b) or by a third party (step 910 c) in electronic communication with atleast one of the second entity and host server.

In an alternative embodiment, the host server may deliver additionalinformation to the second entity or the user's device withoutassociating additional information from the second entity with theUnified ID. This approach enables a matching and selection ofadvertising using the Unified ID without passing proprietary informationbetween the host server and the second entity.

FIG. 9B depicts an alternate exemplary sequence of steps executed toperform second degree matching in an embodiment of the presentinvention. The sequence begins with a second entity storing data relatedto a user's mobile or other computing device (step 952). For example,the second entity may be a department store that has a beacon system inthe store that connects with a user's smartphone, has a promotionalapplication that a user downloads to his or her smartphone and/orpotentially records transactions via an app on a user's smartphone.Further, as a result of the registration process of the app, the secondentity may be in possession of one or more verification identifiers forthe user's mobile device. Previously or subsequently to the secondentity storing data related to the user's device (step 952), a separatehost server may have created a Unified ID for the user's device andassociated the Unified ID with one or more verification identifiers andset of data for the user's device (step 954). In this embodiment, thesecond entity sends its verification identifiers and optionally theassociated stored data for the user's device to the host server (step956) where second degree matching may be performed by the host server(step 958). The host server matches the one or more verificationidentifiers of which the second entity is aware to the one or moreverification identifiers of which the host server is aware (and whichare already associated with the Unified ID). Once a verificationidentifier match has taken place, the set of data gathered by the secondentity may be consolidated with the set of data previously associatedwith the Unified ID by the host server to create a more robust combinedset of data. The consolidation of the data may take place at the secondentity, at the host server or at another location. The larger set ofdata made up of the combined pools of information may be used to delivertargeted data such as sequential information to the user's device (step960). The targeted data may be delivered by the host server (step 960a), the second entity (step 960 b) or by a third party (step 960 c) inelectronic communication with at least one of the second entity and hostserver.

It should be appreciated that other techniques for performing seconddegree matching not specifically described in FIGS. 9A and 9B are alsowithin the scope of the present invention.

It should further be appreciated that the concepts enabling seconddegree matching may also be extended to perform third degree matchinginvolving a 3^(rd) party. For example, instead of the host serverproviding verification identifiers and optionally data to a secondentity directly such as a retail entity, the verification identifiersand optionally data could be provided to a 3^(rd) party which has a dataconnection with the host server and the retail entity. Upon receivingverification identifiers and optionally the associated data from thesecond entity, the 3^(rd) party could then attempt to match theverification identifiers received from the host server and second entityso that the respective sets of data can be consolidated to the UnifiedID. Like second degree matching, this third degree matching sequence maycreate a larger set of data that may be mined to deliver targetedmessages to the user's device. It will be appreciated that additionalentities could also provide additional sets of data to the 3^(rd) partyfor matching to create an even larger set of data consolidated under theUnified ID.

FIG. 10A depicts an exemplary sequence of steps executed to performthird degree matching in an embodiment of the present invention. Thesequence begins with a host server sending verification identifiersassociated with a Unified ID and optionally data to a 3^(rd) party (step1002). A second entity such as a retail entity also sends one or moreverification identifiers and optionally associated data to the thirdparty (step 1004). The third party performs matching of the verificationidentifiers (step 1006) and upon matching may consolidate the datareceived from both the second entity and the host server by associatingit with the Unified ID. Targeted data may then be delivered to theuser's device (step 1008). This targeted data may be based on aconsolidated pool of data or may be transmitted without firstconsolidating data. The targeted data may be delivered by the thirdparty performing the matching (step 1008 a), by the host server (step1008 b), by the second entity (step 1008 c) or by another entity (notpictured) in communication with the third party, host server and/or thesecond entity.

In one embodiment, the third party may not receive the data associatedwith the Unified ID from the host server but only determine a match ofverification identifiers provided by the host server and the secondentity. Upon determining a match, the host server and second entity maybe informed of the verification identifier match by the third party.Following notification, the host server and the second entity mayfurther communicate with each other and arrange the consolidation ofdata sets under the Unified ID at either or both of the host server andsecond entity. In this embodiment, the data sets associated with theverification identifiers and the Unified ID would not need to be sent tothe third party.

It should be appreciated that other forms of third or larger degrees ofmatching performed to consolidate data under the Unified ID are alsowithin the scope of the present invention. FIG. 10B depicts anotherexemplary sequence of steps executed to perform third degree matching inan embodiment of the present invention. The sequence begins with a thirdparty identifying a user's device via a verification identifier for theuser's device and collecting data about the device's activity which ismatched to a third party ID assigned by the third party (step 1050). Thehost server may independently identify the same user's device andassociate the device and related data with a Unified ID (step 1052). Asdescribed above in the description of second degree matching, the hostserver's identification of the user device and the third party'sidentification of the user device may be matched by way of commonverification identifiers associated with the respective third party IDand Unified ID (step 1054). Previously or subsequently to the matchingof the third party ID and the Unified ID, a second entity may have alsoidentified the user device, assigned an ID and associated its own poolof data with that ID (step 1056). The third party may independentlymatch its third party ID of the user device with an identification ofthe user device provided by a second entity through the use of commonverification identifiers (step 1058). Accordingly, when the host servercommunicates with the second entity, the third party ID, which haspreviously been separately associated with the Unified ID and the secondentity ID, may, through the transitive property, serve as a means tolink the data from the host server, third party and second entitytogether as a combined pool of data linked to the Unified ID (step1060).

FIG. 11 depicts the logical linking concepts that may be provided by anexemplary embodiment when using 2^(nd) and 3rd degree matching. A hostserver 1102 may be used to establish a Unified ID based on devicerequests made through different apps and domains resulting in the hostserver possessing a first data set. A second entity 1104, such as aretail site may independently form its own data set tied to its ownidentifier and that relies on a number of additional types ofverification identifiers from its customers. A third party 1106 maysimilarly generate a third party ID tied to verification identifiersfrom the user's device. Through the transitive property the disparatecollections of data collected by the host server 1102, the second entity1104 and the third party 1106 may be linked via common verificationidentifiers without the need to share proprietary data between the hostserver and the second entity. The third party matching allows thecollective data sets to be utilized to better identify and serve theright information to the right device. It will be appreciated that wherethe third party has previously matched verification identifiers with oneor more additional entities the matching process between the host serverand the third party provides scalability extending the benefits of theUnified ID to encompass the multiple entities previously matched withthe third party.

It should be appreciated that additional techniques for performingsecond and third degree matching consistent in spirit with thosespecifically discussed herein are also within the scope of the presentinvention and that embodiments discussed herein should be considered asillustrative and not limiting.

Although the description herein of some of the embodiments describes amobile device as the device requesting a Unified ID, it should beappreciated that in alternate embodiments non-mobile computing devicesmay submit the request and that the host server and second andadditional entities as discussed herein may also handle such requestsfrom non-mobile devices.

It should be appreciated that embodiments of the present invention asdescribed herein address a technical problem inherent in the use ofmobile and other devices in today's interconnected world. Mobiledevices, by their very nature, connect to the Internet from differentlocations and using different communication protocols. The mobility ofmobile devices makes reliance on probabilistic techniques for deviceidentification such as tracking an IP address from which a requestoriginates a sub-optimal approach to device identification. Further, forboth mobile and non-mobile devices, reliance on strictly client-sideconventional techniques such as cookies or other techniques isproblematic for network-based content providers as a means to identify aparticular device since the maintenance of the client-side identifier isoutside of their control. As described herein, embodiments provide atechnique for mobile and other device identification that is moredeterministic, more resilient and not subject to the inherentuncertainty associated with strictly probabilistic or strictlyclient-side techniques. Further, embodiments enable the formation of aconsolidated pool of data collected from multiple entities that may beassociated with a Unified ID to enable a targeted delivery of data ofincreased relevance to a user's device.

Although the system described herein for improved device identificationprovides, in many circumstances, a deterministic approach for mobile andother device identification, in other circumstances the requestingdevice may not be able to determine the identity of the requestingdevice with 100% certainty. For example, when mobile carrier data is notavailable, and the Unified ID on the device cannot be verified as valid(such as is the case of devices with temporary identifiers), theverification module may resort to an alternative approach such as aprobabilistic or statistical approach. In such situations a hybridapproach to associate data with an existing Unified ID may be employedby an embodiment of the present invention to supplement thedeterministic techniques described above with a conventionalprobabilistic approach, such as identifying an IP address of therequesting device, or by comparing browser information on the user'sdevice, or with a statistical approach. Although such an identificationis not completely deterministic, it is partially deterministic as someof the data in the combined pool of data is definitively associated witha Unified ID for the device (through the use of a verificationidentifier). Thus even such a hybrid scenario represents an improvementof accuracy in device identification and the gathering of associateddata based on the identification when compared to conventionalprobabilistic or statistical techniques for identifying devices.

In one embodiment, the host server may have access to contextual dataabout the browsing habits of users that view advertisements provided bythe host server. For example, based on the stored data it may bepossible to know that someone using the mobile device visits CNN everymorning, at the same time, in the same location. Additionally, inanother embodiment, technical patterns may be examined by theverification module, such as technical information that the deviceshares, to further “fingerprint” a device. In other embodiments, datagleaned from the device communication with the JavaScript code andrequested data can be used to create a probabilistic graph of devices.In this manner, a set of data that is not absolutely certain to beassociated with a user's device may nevertheless be combined with dataalready associated with the Unified ID through the use of a verificationidentifier as described above.

Similarly, in another embodiment, to identify a device, a statisticalapproach may be employed. For example, the verification module may startwith a group of devices, then cluster those devices into subgroups ofdevices that likely match. Factors such as IP address, device type,browser version release, number of apps, contextual behavior and otherdevice information may be continuously used by the verification moduleto narrow down a large array of potential device identities down to asmaller group, until the verification module has some pre-specifieddegree of certainty that one device is more probably associated with theUnified ID than the others.

Portions or all of the embodiments of the present invention may beprovided as one or more computer-readable programs or code embodied onor in one or more non-transitory mediums. The mediums may be, but arenot limited to a hard disk, a compact disc, a digital versatile disc, aflash memory, a PROM, a RAM, a ROM, or a magnetic tape. In general, thecomputer-readable programs or code may be implemented in any computinglanguage.

Since certain changes may be made without departing from the scope ofthe present invention, it is intended that all matter contained in theabove description or shown in the accompanying drawings be interpretedas illustrative and not in a literal sense. Practitioners of the artwill realize that the sequence of steps and architectures depicted inthe figures may be altered without departing from the scope of thepresent invention and that the illustrations contained herein aresingular examples of a multitude of possible depictions of the presentinvention.

The foregoing description of example embodiments of the inventionprovides illustration and description, but is not intended to beexhaustive or to limit the invention to the precise form disclosed.Modifications and variations are possible in light of the aboveteachings or may be acquired from practice of the invention. Forexample, while a series of acts has been described, the order of theacts may be modified in other implementations consistent with theprinciples of the invention. Further, non-dependent acts may beperformed in parallel.

We claim:
 1. A method for improved identification of a mobile device, comprising: identifying a unique first verification identifier for a mobile device at a host server; creating a unified identifier (“Unified ID”) for the mobile device at the host server; storing the identified first verification identifier and the Unified ID in a storage location, the stored first verification identifier associated with the stored Unified ID in the storage location; transmitting the unique first verification identifier or another verification identifier associated with the Unified ID to a second entity for matching with one or more verification identifiers identified by the second entity; receiving a set of data from the second entity based on the matching; and performing, based on the matching, at least one of an action related to the Unified ID and an association of a set of data received from the second entity with the Unified ID in the storage location.
 2. The method of claim 1, further comprising: associating, at the host server, a data payload received from the mobile device with the Unified ID.
 3. The method of claim 1, further comprising: receiving a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verifying the Unified ID for the mobile device using the stored first verification identifier; and associating, at the host server, based on the verifying, a data payload with the Unified ID, the data payload received from the mobile device.
 4. The method of claim 1, further comprising: identifying a plurality of different types of unique verification identifiers for the mobile device; and storing and associating each of the plurality of different types of unique verification identifiers for the mobile device with the stored Unified ID in the storage location.
 5. The method of claim 4 wherein the plurality of different types of unique verification identifiers include at least two of a carrier ID, device ID, SIM card address, cookie, Ethernet card address, and advertising identifier.
 6. The method of claim 4, further comprising: receiving a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verifying the Unified ID for the mobile device using a second verification identifier from among the stored plurality of different types of unique verification identifiers associated with the stored Unified ID; and associating, at the host server, a data payload with the Unified ID, the data payload received from the mobile device.
 7. The method of claim 1, further comprising: identifying a plurality of different unique verification identifiers for the mobile device; and storing and associating each of the plurality of different unique verification identifiers for the mobile device with the stored Unified ID in the storage location, wherein the plurality of unique verification identifiers include at least two different cookies.
 8. The method of claim 1, further comprising: associating, at the host server, based on the verifying of the unique first verification identifier, a data payload with the Unified ID, the data payload received from the mobile device; identifying subsequently to the verifying of the unique first verification identifier, the mobile device using one of a probabilistic or statistical technique; and associating, based on the identifying using one of a probabilistic or statistical technique, a third set of data with the Unified ID.
 9. The method of claim 1, further comprising: sending a targeted advertisement to the mobile device based on a set of data associated with the Unified ID.
 10. The method of claim 1, further comprising: storing a first set of data and an association of the first set of data with the first verification identifier prior to the creation of the Unified ID; and associating the first set of data with the Unified ID after the creation of the Unified ID based on the first verification identifier.
 11. A non-transitory medium holding computer-executable instructions for improved identification of a mobile device, the instructions when executed causing at least one computing device to: identify a unique first verification identifier for a mobile device at a host server; create a unified identifier (“Unified ID”) for the mobile device at the host server; store the identified first verification identifier and the Unified ID in a storage location, the stored first verification identifier associated with the stored Unified ID in the storage location; transmit the unique first verification identifier or another verification identifier associated with the Unified ID to a second entity for matching with one or more verification identifiers identified by the second entity; receive a set of data from the second entity based on the matching; and perform, based on the matching, at least one of an action related to the Unified ID and an association of a set of data received from the second entity with the Unified ID in the storage location.
 12. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: associating, at the host server, a data payload received from the mobile device with the Unified ID.
 13. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: receive a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verify the Unified ID for the mobile device using the stored first verification identifier; and associate, at the host server, based on the verifying, a data payload with the Unified ID, the data payload received from the mobile device.
 14. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: identify a plurality of different types of unique verification identifiers for the mobile device; and store and associate each of the plurality of different types of unique verification identifiers for the mobile device with the stored Unified ID in the storage location.
 15. The medium of claim 14 wherein the plurality of different types of unique verification identifiers include at least two of a carrier ID, device ID, SIM card address, cookie, Ethernet card address, and advertising identifier.
 16. The medium of claim 14, wherein the instructions when executed further cause the at least one computing device to: receive a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verify the Unified ID for the mobile device using a second verification identifier from among the stored plurality of different types of unique verification identifiers associated with the stored Unified ID; and associate, at the host server, a data payload with the Unified ID, the data payload received from the mobile device.
 17. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: identify a plurality of different unique verification identifiers for the mobile device; and store and associate each of the plurality of different unique verification identifiers for the mobile device with the stored Unified ID in the storage location, wherein the plurality of unique verification identifiers include at least two different cookies.
 18. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: associate, at the host server, based on the verifying of the unique first verification identifier, a data payload with the Unified ID, the data payload received from the mobile device; identify subsequently to the verifying of the unique first verification identifier, the mobile device using one of a probabilistic or statistical technique; and associate, based on the identifying using one of a probabilistic or statistical technique, a third set of data with the Unified ID.
 19. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: send a targeted advertisement to the mobile device based on the set of data associated with the Unified ID.
 20. The medium of claim 11, wherein the instructions when executed further cause the at least one computing device to: store a first set of data and an association of the first set of data with the first verification identifier prior to the creation of the Unified ID; and associate the first set of data with the Unified ID after the creation of the Unified ID based on the first verification identifier.
 21. A computing device configured for improved identification of a mobile device, comprising: a communication interface configured to receive over a network requests originating from a mobile device; and a processor configured to execute instructions for a verification module, the verification module when executing causing the computing device to: identify a unique first verification identifier for a mobile device at a host server; create a unified identifier (“Unified ID”) for the mobile device at the host server; store the identified first verification identifier and the Unified ID in a storage location, the stored first verification identifier associated with the stored Unified ID in the storage location; transmit the unique first verification identifier or another verification identifier associated with the Unified ID to a second entity for matching with one or more verification identifiers identified by the second entity; receive a set of data from the second entity based on the matching; and perform, based on the matching, at least one of an action related to the Unified ID and an association of a set of data received from the second entity with the Unified ID in the storage location.
 22. The computing device of claim 21, wherein the verification module when executed further causes the computing device to: identify a plurality of different types of unique verification identifiers for the mobile device; and store and associate each of the plurality of different types of unique verification identifiers for the mobile device with the stored Unified ID in the storage location, wherein the plurality of different types of unique verification identifiers include at least two of a carrier ID, device ID, SIM card address, cookie, Ethernet card address, and advertising identifier.
 23. A method for improved identification of a mobile device, comprising: identifying a unique first verification identifier for a mobile device at a host server; creating a unified identifier (“Unified ID”) for the mobile device at the host server; storing the identified first verification identifier and the Unified ID in a storage location, the stored first verification identifier associated with the stored Unified ID in the storage location; receiving one or more verification identifiers identified by the second entity at the host server; matching the unique first verification identifier or another verification identifier associated with the Unified ID with the one or more verification identifiers received from the second entity; receiving a set of data from the second entity based on the matching; and performing, based on the matching, at least one of an action related to the Unified ID and an association of a set of data received from the second entity with the Unified ID in the storage location.
 24. The method of claim 23, further comprising: associating, at the host server, a data payload received from the mobile device with the Unified ID.
 25. The method of claim 23, further comprising: receiving a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verifying the Unified ID for the mobile device using the stored first verification identifier; and associating, at the host server, based on the verifying, a data payload with the Unified ID, the data payload received from the mobile device.
 26. The method of claim 23, further comprising: identifying a plurality of different types of unique verification identifiers for the mobile device; and storing and associating each of the plurality of different types of unique verification identifiers for the mobile device with the stored Unified ID in the storage location.
 27. The method of claim 26 wherein the plurality of different types of unique verification identifiers include at least two of a carrier ID, device ID, SIM card address, cookie, Ethernet card address, and advertising identifier.
 28. The method of claim 26, further comprising: receiving a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verifying the Unified ID for the mobile device using a second verification identifier from among the stored plurality of different types of unique verification identifiers associated with the stored Unified ID; and associating, at the host server, a data payload with the Unified ID, the data payload received from the mobile device.
 29. The method of claim 23, further comprising: identifying a plurality of different unique verification identifiers for the mobile device; and storing and associating each of the plurality of different unique verification identifiers for the mobile device with the stored Unified ID in the storage location, wherein the plurality of unique verification identifiers include at least two different cookies.
 30. The method of claim 23, further comprising: associating, at the host server, based on the verifying of the unique first verification identifier, a data payload with the Unified ID, the data payload received from the mobile device; identifying subsequently to the verifying of the unique first verification identifier, the mobile device using one of a probabilistic or statistical technique; and associating, based on the identifying using one of a probabilistic or statistical technique, a third set of data with the Unified ID.
 31. The method of claim 23, further comprising: sending a targeted advertisement to the mobile device based on the set of data associated with the Unified ID.
 32. The method of claim 23, further comprising: storing a first set of data and an association of the first set of data with the first verification identifier prior to the creation of the Unified ID; and associating the first set of data with the Unified ID after the creation of the Unified ID based on the first verification identifier.
 33. A non-transitory medium holding computer-executable instructions for improved identification of a mobile device, the instructions when executed causing at least one computing device to: identify a unique first verification identifier for a mobile device at a host server; create a unified identifier (“Unified ID”) for the mobile device at the host server; store the identified first verification identifier and the Unified ID in a storage location, the stored first verification identifier associated with the stored Unified ID in the storage location; receive one or more verification identifiers identified by the second entity at the host server; match the unique first verification identifier or another verification identifier associated with the Unified ID with the one or more verification identifiers received from the second entity; receive a set of data from the second entity based on the matching; and perform, based on the matching, at least one of an action related to the Unified ID and an association of a set of data received from the second entity with the Unified ID in the storage location.
 34. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: associate, at the host server, a data payload received from the mobile device with the Unified ID.
 35. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: receive a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verify the Unified ID for the mobile device using the stored first verification identifier; and associate, at the host server, based on the verifying, a data payload with the Unified ID, the data payload received from the mobile device.
 36. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: identify a plurality of different types of unique verification identifiers for the mobile device; and store and associate each of the plurality of different types of unique verification identifiers for the mobile device with the stored Unified ID in the storage location.
 37. The medium of claim 36 wherein the plurality of different types of unique verification identifiers include at least two of a carrier ID, device ID, SIM card address, cookie, Ethernet card address, and advertising identifier.
 38. The medium of claim 36, wherein the instructions when executed further cause the at least one computing device to: receive a subsequent request at the host server from the mobile device, the subsequent request not accompanied by the Unified ID; verify the Unified ID for the mobile device using a second verification identifier from among the stored plurality of different types of unique verification identifiers associated with the stored Unified ID; and associate, at the host server, a data payload with the Unified ID, the data payload received from the mobile device.
 39. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: identify a plurality of different unique verification identifiers for the mobile device; and store and associate each of the plurality of different unique verification identifiers for the mobile device with the stored Unified ID in the storage location, wherein the plurality of unique verification identifiers include at least two different cookies.
 40. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: associate, at the host server, based on the verifying of the unique first verification identifier, a data payload with the Unified ID, the data payload received from the mobile device; identify, subsequently to the verifying of the unique first verification identifier, the mobile device using one of a probabilistic or statistical technique; and associate, based on the identifying using one of a probabilistic or statistical technique, a third set of data with the Unified ID.
 41. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: send a targeted advertisement to the mobile device based on the set of data associated with the Unified ID.
 42. The medium of claim 33, wherein the instructions when executed further cause the at least one computing device to: store a first set of data and an association of the first set of data with the first verification identifier prior to the creation of the Unified ID; and associate the first set of data with the Unified ID after the creation of the Unified ID based on the first verification identifier.
 43. A computing device configured for improved identification of a mobile device, comprising: a communication interface configured to receive over a network requests originating from a mobile device; and a processor configured to execute instructions for a verification module, the verification module when executing causing the computing device to: identify a unique first verification identifier for a mobile device at a host server; create a unified identifier (“Unified ID”) for the mobile device at the host server; store the identified first verification identifier and the Unified ID in a storage location, the stored first verification identifier associated with the stored Unified ID in the storage location; receive one or more verification identifiers identified by the second entity at the host server; match the unique first verification identifier or another verification identifier associated with the Unified ID with the one or more verification identifiers received from the second entity; receive a set of data from the second entity based on the matching; and perform, based on the matching, at least one of an action related to the Unified ID and an association of a set of data received from the second entity with the Unified ID in the storage location.
 44. The computing device of claim 43, wherein the verification module when executed further causes the computing device to: identify a plurality of different types of unique verification identifiers for the mobile device; and store and associate each of the plurality of different types of unique verification identifiers for the mobile device with the stored Unified ID in the storage location, wherein the plurality of different types of unique verification identifiers include at least two of a carrier ID, device ID, SIM card address, cookie, Ethernet card address, and advertising identifier. 